Drinkminish: Understanding Engagement of Light to Moderate Drinkers in Online Alcohol Reduction Interventions

We investigated the engagement patterns of light to moderate drinkers, specifically targeting the deployment of alcohol reduction interventions on online grocery shopping platforms. While interventions for heavy drinkers have been extensively studied, there is a critical gap in addressing the needs of moderate to light drinkers, who represent a significant portion of the population but remain relatively unsupported in managing their alcohol consumption. This demographic often faces unique challenges in maintaining their motivation for healthier consumption habits, necessitating tailored strategies to support their goals. We conducted questionnaires (N=37), interviews (N=11) to gain insights into the needs of light to moderate drinkers concerning alcohol reduction tools. Our thematic analysis of the data was utilized to create a design guide underpinning the different factors impacting motivation and preferences. We found that health and wellness promotion, personal empowerment, the social and cultural context of alcohol consumption, and user-centered design influenced the alcohol tool. By understanding light to moderate drinkers’ behavior, we hope to offer insights on how to further develop alcohol reduction interventions.